Rugby's roots in Canada date back to 1864, but its national identity had never been expressed with clarity.

Nothing says rugby like the word itself. It’s bilingual, unmistakeable, and at the heart of the new brand. The angular leaf is framed by a shield, referencing the sport’s heritage and barricade-like athletic qualities.

Since its inception in 1974, the organization has developed a wide range of programs and events. The new brand system connects all that Rugby Canada does supporting athletes from kids camps to the Olympic podium and beyond.

A series of short vignettes were captured at the Canada Sevens event in Vancouver leading up to the rebrand.